For Big Dot Coffee, our team executed a report that encompassed financial, operations, leadership, and marketing aspects. I was in charge of crafting a full-scope project that integrated branding, product design, and market targeting to position the brand for success in the competitive ready-to-drink (RTD) beverage market. From designing the logo to tailoring packaging for specific consumer segments, my approach balanced creativity with data-driven strategy.

The first product targeted young adults aged 18-34, a demographic that values convenience and energy. Using bold, modern visuals and sleek packaging, I emphasized the product's appeal as an on-the-go solution. Market research indicated that 81% of U.S. adults aged 19-30 consume caffeine regularly, and 35% of the market share in Maryland and Pennsylvania is represented by this group. To capture this demand, the design highlighted the vanilla cold brew’s functional benefits and indulgent flavor profile, which aligned with the growing popularity of flavored coffee among this audience.

The second product focused on health-conscious consumers prioritizing wellness and sustainability. I designed clean, minimalistic packaging that reflected the product’s key features: low-sugar content, stevia as a natural sweetener, and almond milk as a dairy-free alternative. This design aligned with market trends, such as the projected 7.1% annual growth in the health beverage market and the increasing demand for plant-based options. By highlighting its eco-friendly and health-focused attributes, the branding resonated with the 15% of the market in Maryland and Pennsylvania seeking these values.

By combining targeted consumer insights with strategic design elements, I created a cohesive branding approach that addressed the needs of two distinct audiences. My analytical and creative efforts positioned Big Dot Coffee to stand out in the RTD market, appealing to both functionality-driven young adults and health-conscious consumers seeking sustainable options.